Decomposing and relating user engagement in festivals’ virtual brand communities: An analysis of Sónar’s Twitter and Facebook
| Autor: | Soledad Morales, Lluís Garay |
|---|---|
| Přispěvatelé: | Universitat Oberta de Catalunya (UOC) |
| Rok vydání: | 2019 |
| Předmět: |
virtual brand communities
imatge del festival Festivals de música Customer relationship management Sonar Interpersonal relationship Consolidation (business) place-making User engagement 0502 economics and business Social media Sociology participació Consumer behaviour imagen del festival business.industry 05 social sciences Advertising capital social comunitats de marca virtuals Music festivals comunidades de marca virtuals festival branding lugar de realización Tourism Leisure and Hospitality Management lloc de realització social capital 050211 marketing business participación 050212 sport leisure & tourism engagement Festivales de música Social capital |
| Zdroj: | O2, repositorio institucional de la UOC Universitat Oberta de Catalunya (UOC) |
| ISSN: | 1741-3206 1468-7976 |
| DOI: | 10.1177/1468797619873109 |
| Popis: | Festival branding is undergoing a revolution based on the consolidation of new communicative behaviours in virtual brand communities (VBCs), above all, channelled through social media platforms. Although the literature on festivals has analysed engagement in VBCs, this study provides an in-depth observation of the profiles of festival VBCs users, how they modulate engagement attributes and behaviours and how these relate to their engagement focus, highlighting festival branding while also considering other main focuses (i.e. social capital creation and place-making). Thus, this article aims to characterize these elements in festivals’ VBCs through a multidimensional analysis of nearly 2150 entries in the Twitter and Facebook VBCs of one of the most prominent music festivals in Europe, Sónar (Barcelona). Moreover, it does so through a longitudinal observation covering a whole year, showing the relevance of ongoing communication to festival success. The results show the benefits (for organizers as well as other users) of understanding these elements and their mutual relationships. |
| Databáze: | OpenAIRE |
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